The following is an excerpt from Paresh Dave | July 10, 2018 | reuters.com |

SAN FRANCISCO (Reuters) - Alphabet Inc’s Google introduced new ad-buying tools on Tuesday that showcase its growing push to allow machines instead of humans to fine-tune ads and determine where they should run.

Advertisers have welcomed the advanced software, which could encourage them to spend more on Google as it makes more efficient use of their money. But consumer privacy and technology analysts are watching the shift with concern and a push for more regulatory scrutiny may be coming.

In Europe, the month-old General Data Protection Regulation requires end users to consent to being the subject of some forms of automated decision making. The rule also requires transparency about data involved and an effort to prevent bias, though what is covered is likely to be litigated.

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